Perfumes con estrella

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Desde hace algún tiempo —poco más de una década— las grandes casas de perfumes en el mundo se han dado a la tarea de convencer a actores, actrices y famosos del mundo para que sean imagen de sus fragancias. El porqué de esa tendencia es que los perfumes son productos intangibles y precisan una imagen o una cara visible para que su capacidad de evocación se multiplique y es por esa simple razón que las marcas hacen muchos esfuerzos para que sus fragancias sean asociadas a grandes figuras mediáticas que signifiquen un punto de referencia para sus millonarias campañas promocionales.

Cada marca entonces elige a su modelo en función del perfume, de la sintonía con los valores del producto y, por supuesto, del público a quien va a dirigirse. Todo esto se estudia y analiza pues al final una buena elección significará incrementos de hasta un 20% además de fortalecer la imagen de la marca. Hugos Boss lo ha hecho con Gwyneth Paltrow , Dior a su vez cuenta entre sus estrellas a Charlize Theron  y Natalie Portman, Julia Roberts en Lancome y desde hace un par de años Brad Pitt es la imagen de Channel N° 5 siendo el primer y único hombre que lo haya hecho en la historia de este afamado perfume.


De hecho esa tendencia ha evolucionado incluso hasta llegar a que las mismas estrellas en conjunto con las marcas lancen al mercado fragancias inspiradas en ellos mismos. Aprovechando la debilidad de los consumidores de imitar el éxito personal o profesional de sus personajes favoritos o aspirar a parecerse a ellos se crean fragancias que evocan las características de las estrellas. En ese sentido Lady Gaga, Justin Bieber, Madonna y Sofía Vergara han sacado fragancias recientemente pero antes ya habían hecho lo mismo Bruce Willis, Shakira, Jennifer López, Antonio Banderas y Jennifer Aniston, One Direction y muchos más. De hecho tan solo en 2012 se vendieron 73 perfumes creados o respaldados por un famoso circunstancia nunca antes vista hace algunos años cuando los lanzamientos totales de un año no llegaba siquiera a la decena.

Pero este fenómeno no sólo está aprovechando el mundo del cine o la música pues ya incluso empresarios  y políticos famosos están ingresando al exclusivo mundo de las fragancias propias. Donald Trump famoso millonario del mundo empresarial e inmobiliario lanzó “Success by Trump” y José Mújica actual presidente de Uruguay hizo lo propio con “U from Uruguay” entre otros.


Como se ve la tendencia de respaldar y crear fragancias de la mano de famosos es más que una moda pasajera y seguramente llegó para quedarse. Las ganancias son millonarias para las grandes marcas y para las estrellas que se suman a ellas y los consumidores quedan con la percepción de oler igual a sus ídolos favoritos. Y todos felices.

Fuentes y más información






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